Arkansas Business

The interactivity of Internet ads allow an advertiser to get sales leads if a visitor fills out a form, or, in a best-case scenario, actually makes a transaction by clicking through to the advertiser's site.

"To some extent, I think newspapers are injured by the breadth of readership they have," Bowles said. "And in order to make sure my online dollars are being spent as effectively as possible, I want to target my market."

The key is to connect the Internet user with the content they desire, and connect advertisers with the consumers with the greatest interest in a product.

The newspaper industry has some catching up to do, she said.

"Newspapers are going to have to fight for the viability as advertising venues on the Web, because they are a little late to the game," she said.